Brandwave

How popular isYale?

In September 2026, people searched for Yale by name about 70 times in New Zealand, about the same as the previous year. These searches made up 0.03% of all New Zealand forklift dealer brand searches, placing Yale seventh out of ten brands. When we asked both ChatGPT and Google AI Overviews about forklift dealer brands, Yale appeared in one of the four answers and was the seventh most recommended of the ten.

Search and AI answers in September 2026

Yale is the seventh most searched of 10 competitors and the seventh most recommended in AI answers.

  1. ToyotaShare of searches 53%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. MitsubishiShare of searches 29.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  3. NissanShare of searches 16.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. AB EquipmentShare of searches 0.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  5. YaleShare of searches 0.03%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th

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Top forklift dealer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Yale was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Yale is the seventh most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Toyota1st
  2. Crown2nd
  3. Hyster3rd
  4. Mitsubishi4th
  5. AB Equipment5th
  6. Centra Forklifts6th
  7. Yale7th
  8. Nissan–
  9. Clark–
  10. Hyundai Construction Equipment–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Toyota4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mitsubishi3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • AB Equipment3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Centra Forklifts3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Crown3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hyster2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Yale1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nissan0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Clark0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hyundai Construction Equipment0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about forklift dealer brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which forklift dealer brands compete with Yale?

Yale against forklift dealer brands in New Zealand, by month

Share of searches by month for Toyota, Mitsubishi, Nissan, Yale. The figures are in the table below the chart.

View monthly share of searches table
MonthToyotaMitsubishiNissanAB EquipmentCentra ForkliftsCrownYaleClarkHyundai Construction EquipmentHyster
Oct 202554.4%25.4%18.4%1.1%0.39%0.21%0.03%0.02%0.02%<0.01%
Nov 202554.8%25.1%18.7%0.88%0.33%0.22%0.03%0.01%0.02%<0.01%
Dec 202556.5%25.6%16.5%0.8%0.29%0.19%0.03%0.02%0.01%<0.01%
Jan 202656.3%25.5%17%0.8%0.25%0.2%0.04%0.01%<0.01%<0.01%
Feb 202657.8%24.9%15.8%0.83%0.31%0.26%0.04%0.02%0.01%<0.01%
Mar 202654.3%24.5%19.7%0.76%0.35%0.24%0.04%0.02%0.02%<0.01%
Apr 202655.3%26.1%17.1%0.87%0.33%0.22%0.04%0.01%0.02%<0.01%
May 202655.9%27.3%15.4%0.82%0.31%0.21%0.03%0.01%0.01%<0.01%
Jun 202654.1%28%16.2%0.92%0.43%0.29%0.04%0.01%0.02%<0.01%
Jul 202654.8%27.6%15.9%0.94%0.36%0.24%0.05%0.02%0.02%<0.01%
Aug 202656.4%26%16.2%0.86%0.32%0.22%0.04%0.02%0.02%<0.01%
Sep 202653%29.2%16.2%0.9%0.34%0.23%0.03%0.01%0.01%<0.01%

  1. 1.Toyota

    53%

    Held 1st. 112K estimated branded searches, -10.5% vs prior month. Share -3.3 points.

  2. 2.Mitsubishi

    29.2%

    Held 2nd. 61.6K estimated branded searches, +7.1% vs prior month. Share +3.3 points.

  3. 3.Nissan

    16.2%

    Held 3rd. 34.1K estimated branded searches, -5.1% vs prior month. Share 0 points.

  4. 4.AB Equipment

    0.9%

    Held 4th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Centra Forklifts

    0.34%

    Held 5th. 720 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Crown

    0.23%

    Held 6th. 480 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Yale

    0.03%

    Held 7th. 70 estimated branded searches, -22.2% vs prior month. Share 0 points.

  8. 8.Clark

    0.01%

    Moved from 9th to 8th. 30 estimated branded searches, -25% vs prior month. Share 0 points.

  9. 9.Hyundai Construction Equipment

    0.01%

    Moved from 8th to 9th. 30 estimated branded searches, -40% vs prior month. Share 0 points.

  10. 10.Hyster

    <0.01%

    Held 10th. 10 estimated branded searches, -50% vs prior month. Share 0 points.

Compare popularity between Yale and its closest rivals

Every comparison with Yale

13 comparisons

How has branded search demand for Yale changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Yale in New Zealand held steady at 70.
  • Across the 12 months ending September 2026, Yale’s share of searches among forklift dealer brands in New Zealand held steady at 0.03%.

How did search popularity change for New Zealand forklift dealer brands in September 2026?

6 changes

  1. In September 2026, Mitsubishi gained share of searches among forklift dealer brands in New Zealand, from 26% to 29.2%.

  2. In September 2026, Toyota lost share of searches among forklift dealer brands in New Zealand, from 56.4% to 53%.

  3. In September 2026, Clark rose from 9th to 8th among forklift dealer brands in New Zealand.

  4. In September 2026, Hyundai Construction Equipment fell from 8th to 9th among forklift dealer brands in New Zealand.

  5. Estimated monthly branded searches for AB Equipment in New Zealand fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

  6. Estimated monthly branded searches for Centra Forklifts in New Zealand fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are Yale’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Yale’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • yale forklift

How the Brand Demand Index is measured

Who owns Yale?

Yale is owned by Hyster-Yale Materials Handling, Inc.. Brandwave also tracks Hyster, owned by the same company, in New Zealand.

Do you work for Yale? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Yale compete?

Yale is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Forklift dealer brands7th of 100.03%Shown above
Forklift brands11th of 133%Show ranking
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Is Yale your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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